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Reebok chooses Foot Locker as exclusive partner for Question shoe relaunch

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Reebok chooses Foot Locker as exclusive partner for Question shoe relaunch

After reentering the basketball arena last year, the retailer’s latest effort in the space is a reimagining of Allen Iverson’s 1996 Reebok Question.

Reebok is going back to the ’90s for its most recent basketball effort.

The athletics retailer, which reentered the performance basketball arena last year, is introducing a new version of the Reebok Question that debuted in 1996 alongside Allen Iverson. The Reebok Question Mid Recoded preserves the same design as the original but features improved cushioning and traction, per a company press release.

The shoe, which will cost $170, launches Nov. 10 in the U.S. and is exclusive to Foot Locker. It comes in two colorways: the original Red Toe colorway and a new 30th Anniversary Green colorway. Shoppers can also buy the product on Reebok’s website and it will become available globally on Nov. 16.

“With Recoded, the goal was to honor everything that made the Question an icon. This meant staying true to the original silhouette that’s become ingrained in Iverson’s DNA,” Reebok basketball designer Anthony Hale said in a statement. “Rebuilding this shoe for the modern hooper to live in and play in simply meant injecting our latest tech and understanding of how a basketball shoe should feel and perform.”

Iverson was one of Reebok’s most notable basketball ambassadors in the ‘90s, alongside Shaquille O’Neal. Both joined Reebok in 2023 to rejuvenate the brand’s basketball business, with O’Neal as president of basketball and Iverson as vice president of basketball.

Reebok’s renewed investment in basketball is the result of its acquisition in 2021 by Authentic Brands Group ; prior to that, Reebok was owned by Adidas and was steadily positioned away from most of the sports it once competed in.


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